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The Era of Choice Understanding Societal Changes

The Era of Choice Understanding Societal Changes. Course Information. Class notes thru midterm are available at www.journalism.wisc.edu/~dshah/J447 Purchase and install media flight plan program as soon as possible - Order Mac and PC

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The Era of Choice Understanding Societal Changes

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  1. The Era of ChoiceUnderstanding Societal Changes

  2. Course Information • Class notes thru midterm are available at www.journalism.wisc.edu/~dshah/J447 • Purchase and install media flight plan program as soon as possible - Order Mac and PC • If you have a laptop that you are willing to bring to class, please sign the sheet

  3. Lots of Questions • Who am I trying to reach? • How many can I afford to reach? • How often do people need to encounter my message? • In which vehicles should I pursue message space? • When should I communicate (day, week, month, year)? • What markets and regions should receive extra emphasis and which ones can be ignored? • How can I take advantage of emerging media?

  4. Lots of Challenges • Expanding product categories • Multiple brands competing in any category • Proliferation of media categories • Increasing pool of vehicles in any category • Heightened audience control • Technological developments and advances

  5. Increasingly Complex • Has become an executive function • More research for understanding media audiences and content • More strategic guidance of overall communication architecture • Highly integrated into all elements of the communication plan

  6. Expanding Options ‘50s and ‘60s

  7. Today

  8. The Era of Choice • Dominant trend affecting strategic communicators: “Choice” • Three forces drive this trend • Changes in Demographics and Lifestyles • Technological Development • Economic Climate

  9. Demographic Changes • Changes in Household Composition • More Women in the Workforce • Aging of America • Growth of Ethnic Populations • Polarization into Rich and Poor

  10. Lifestyle Changes • Americans are… • Busier • Less Social • Less Participatory • More Media-centric • More Technological • More Consumptive

  11. The Take Away • Americans are… • Older • More Diverse • Ethnically • In Their Family Structure • Richer and Poorer • Busier • Tuned In • Dropped Out • Acquisitive

  12. Questions for Media Planning How do you contend with the clutter of the marketplace? How do you speak to such a diverse, busy, disengaged audience? Is there some communication potential in media fragmentation?

  13. Technology • Second Driving Force of Change • Brings more Choice into Media World • Control with Remote Controls • Viewing Selection w/ VCR’s and Tivo • Programming with Digital Cable and DBS • Multi-media with DVD and CD-ROMs

  14. The Example of Television • More time shifting with video recording using VCRs and digital technologies • More personalized viewing with movie rentals and video-on-demand • More channel changing with remote controls and multi-channel cable

  15. Internet • Takes fragmentation to a new level • Anyone can be a media producer • Email, Search, Shop, Chat, Plan, Invest… • Great potential for customizing, personalizing, tracking, generating buzz, viral marketing • Demands technical and strategic competencies

  16. Network Development • Greater Signal Compression • Fiber Optics • Broadband • “Digital Lifestyle” Innovations - MP3 players, Digital Television (HDTV), Interactive Television, etc.

  17. Peril and Promise • What are the threats of this new media environment for strategic planners? • What opportunities exist within this expanded and fragmented environment? • How might technology of the future create new opportunities and threats?

  18. Economics • Third Driving Force of Choice • Fueled by GNP Growth in 80s - 90s • Lots on Investment Capital • Rising Stock Market • Consumers Willing to Spend • Increasing Trend Toward Mergers

  19. Recent Downturn • Current Economy Changes Picture • Some contraction in innovation and consumption • Companies focused on saving, not spending

  20. Media Consolidation • More Vertically Integrated Companies • AOL - Time-Warner • Sony - Columbia • More Cross Media Deals • Internet, Publishing, Broadcasting, Music • How can these functions as opportunities?

  21. Summary • America has demassified • Consumers have more media choices and more control over selection • New tech will provide even more control • Economic climate will determine rate of continued development and opportunity

  22. And so… • Era of Choice Creates Unique Challenges and Opportunities for Media Planners • Difficult to find your audience • Once you find them, hard to keep them • Difficult to foresee coming changes • Diminished Effectiveness • Hard to Get Noticed • Hard to Get Consumers to Respond • We Need New Ways to Generate Response

  23. Case Study • Introduce a new soft drink - Crunk!!! • http://www.crunkenergydrink.com/ • Highly cluttered product and info. environment • $25 Million - very small in category • Target: Urban and suburban youth into hip-hop • Discuss media options only • Traditional Media Options • Non-traditional Media Options • Specialized Media Options • How will you gain attention and build awareness

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